<PAGE>   1

                                    VIAD CORP
                                                                    EXHIBIT 10.D
                            MANAGEMENT INCENTIVE PLAN

              PURSUANT TO THE 1997 VIAD CORP OMNIBUS INCENTIVE PLAN

                            AS AMENDED MARCH 15, 2001

I.         PURPOSE:

           The purpose of the Viad Corp Management Incentive Plan (Plan) is to
           provide key executives of Viad Corp (Viad) and its subsidiaries with
           an incentive to achieve goals as set forth under this Plan for each
           calendar year (Plan Year) for their respective companies and to
           provide effective management and leadership to that end.

II.        PHILOSOPHY:

           The Plan will provide key executives incentive bonuses based upon
           appropriately weighted pre-defined income and other performance
           measurements.

III.       SUBSIDIARIES, SUBSIDIARY GROUPS AND DIVISIONS:

           A.         Each subsidiary, subsidiary group, line of business or
                      division listed below is a "Company" for the purposes of
                      this Plan:

           Name of Company

           Brewster Transport Company Limited/Brewster Tours group
           Exhibitgroup/Giltspur group
           GES Exposition Services, Inc. group
           Glacier Park, Inc.
           Travelers Express Company, Inc. group

           Viad may, by action of its Board of Directors or its Human Resources
           Committee, add or remove business units on the list of participant
           companies from time to time.

           B.         FUNDING LIMIT:

           A "funding limit" shall be established annually for each Company
           participant who has been designated an Executive Officer as defined
           under Section 16(b) of the Securities Exchange Act. The funding limit
           shall be an amount determined by multiplying the actual net income of
           the Company for the Plan Year by the percent of such income

                                       1
<PAGE>   2
           approved by the Human Resources Committee of the Viad Corp Board of
           Directors (Committee) for such funding limit. The subsidiary
           executive cannot be paid a larger bonus than the funding limit
           provided by this clause, but may be paid less in the discretion of
           the Committee based on the Performance Goals set forth below and
           other such factors which the Committee may consider.

     C.    PERFORMANCE GOALS:

           1.         OPERATING OR PRE-TAX INCOME (as calculated for external
                      reporting purposes):

                      An appropriate "operating income" or "pre-tax income"
                      target for the plan year for each Company will be
                      recommended by the Chief Executive Officer of Viad to the
                      Committee for approval taking into account overall
                      corporate objectives, historical income and Plan Year
                      financial plan income (on the same basis as determined
                      below) and, if appropriate, other circumstances.

                      Operating or pre-tax income to be used in calculating the
                      bonus pool of each Company shall mean operating income
                      before minority interest, interest expense and taxes,
                      after deduction of corporate overheard, or pre-tax income
                      after minority interest, in each case adjusted to
                      appropriately exclude the effects of gains and losses from
                      the sale or other disposition of capital assets other than
                      vehicles. In addition, an adjustment to actual operating
                      or pre-tax income will be made for any increase or
                      decrease in cost to a subsidiary in connection with a
                      change in the actual formula allocation of corporate
                      overhead over amounts included in the Plan for the year.

                      Special treatment of any other significant unusual or
                      non-recurring items (for purposes of determining actual or
                      target operating or pre-tax income) arising after a
                      Company's targets are set may be recommended by the Chief
                      Executive Officer of Viad to the Committee for approval,
                      including, for example, appropriate adjustment of
                      operating or pre-tax income target or actuals to reflect
                      planned effects of an acquisition approved after target
                      has been set. Other examples include unusual items or
                      effects of a change in accounting principle.

                      Incentives to be paid under this Plan must be deducted
                      from the subsidiary corporation's earnings by the end of
                      the year. Goals must be achieved after deducting from
                      actual results all incentive compensation applicable to
                      the year, including those incentives earned under this
                      Plan.

                                       2
<PAGE>   3
           2.         VALUE ADDED MEASUREMENT:

                      An appropriate "Value Added" target for the plan year for
                      each Company will be recommended by the Chief Executive
                      Officer of Viad Corp to the Committee for approval. This
                      measurement is intended to place increased emphasis on
                      securing an adequate return to Viad on all capital
                      employed in the business. Viad Value Added (VVA) compares
                      net operating income to the return required on capital
                      invested in the business.

                      In calculating the bonus pool of each Company, VVA shall
                      mean Net Operating Profit After Taxes (NOPAT is defined as
                      sales minus operating expenses minus taxes) minus a
                      Capital Charge calculated by multiplying a Cost of Capital
                      times the actual Capital (Capital is defined as total
                      assets less current and other liabilities exclusive of
                      debt). Certain adjustments are necessary to determine
                      NOPAT and Capital.

           3.         OTHER PERFORMANCE MEASUREMENTS:

                      An appropriate number of performance measurements other
                      than operating or pre-tax income and VVA will be
                      established for each Company, to place increased emphasis
                      on areas of importance to achieving overall corporate
                      objectives, with the Chief Executive Officer of Viad to
                      recommend to the Committee the measures to be used and, at
                      the end of the year, the level of achievement against
                      each.

           4.         REVENUE:

                      The bonus pool earned will be subject to a further
                      calculation whereby the total bonus pool otherwise
                      accruable will be adjusted by 95% (threshold) up to 105%
                      (maximum), depending on the achievement against the
                      revenue target.

           5.         ESTABLISHING TARGETS:

                      The targets for revenue, operating or pre-tax income, VVA
                      and for the categories of discretionary performance
                      measurements to be employed will be established by the
                      Committee no later than 90 days after the beginning of the
                      Plan Year after receiving the recommendations of the Chief
                      Executive Officer of Viad Corp.

                                       3
<PAGE>   4
      D.   PARTICIPANT ELIGIBILITY:

           The Committee will select the Executive Officers as defined under
           Section 16(b) of the Securities Exchange Act eligible for
           participation no later than 90 days after the beginning of the Plan
           Year. Other personnel will be eligible for participation as
           designated by each Company President or Chief Executive Officer and
           recommended to the Chief Executive Officer of Viad Corp for approval,
           limited only to those executives who occupy a position in which they
           can significantly affect operating results as pre-defined by
           appropriate and consistent criteria, i.e., base salary not less than
           $49,000 per year, or base salary not less than 50% of the Company's
           Chief Executive Officer, or position not more than the third
           organizational level below the Company Chief Executive Officer or
           another applicable criteria.

           NOTE: Individuals not qualifying under the criteria established for
           the Plan Year who were included in the previous year will be
           grandfathered (continue as qualified participants until retirement,
           reassignment, or termination of employment) if designated by the
           Company President or Chief Executive Officer, and approved by the
           Chief Executive Officer of Viad Corp.

      E.   TARGET BONUSES:

           Target bonuses will be approved by the Committee for each Executive
           Officer in writing within the following parameters no later than 90
           days after the beginning of the Plan Year and will be expressed as a
           percentage of salary paid during the year. Target bonuses for other
           eligible personnel will be established in writing within the
           following parameters subject to approval by the Chief Executive
           Officer of Viad Corp.

           Actual bonus awards will be dependent on Company performance versus
           the targets established. A threshold performance will be required
           before any bonus award is earned under the net income goal. Awards
           will also be capped when stretch performance levels are achieved.

                                       4
<PAGE>   5
<TABLE>
<CAPTION>
                                                                           As a Percentage of Salary

                   Subsidiary Positions*                           Threshold**         Target          Cap
----------------------------------------------------------------------------------------------------------------
<S>                                                                <C>                 <C>             <C>
Chief Executive Officer/President                                     25.0%              50%           89.25%
                                                                      22.5%              45%           80.325%
                                                                      20.0%              40%           71.4%

Executive Vice President-Senior Vice                                  20.0%              40%           71.4%
President, and Other Operating Executives

Vice Presidents                                                       17.5%              35%           62.475%
                                                                      15.0%              30%           53.55%

Key Management Reporting to Officers                                  12.5%              25%           44.625%
                                                                      10.0%              20%           35.7%

Staff Professionals                                                   7.5%               15%           26.775%
                                                                      5.0%               10%           17.85%
----------------------------------------------------------------------------------------------------------------
</TABLE>


*          Target Bonus, as determined by the Committee, is dependent upon
           organization reporting relationships.

**         Reflects minimum achievement of all performance targets. Threshold
           could be lower if minimum achievement of only one performance target
           is met.

      F.   BONUS POOL TARGET:

           1.         The "Bonus Pool Target" will be initially established no
                      later than 90 days after the beginning of the Plan Year
                      and will be adjusted to equal the sum of the target
                      bonuses of all designated participants in each Company
                      based upon actual Plan Year salaries, as outlined in
                      paragraph D above, plus 15% for Special Achievement
                      Awards.

           2.         The bonus pool will accrue in accordance with the Bonus
                      Pool Accrual Formula recommended by the Chief Executive
                      Officer of Viad Corp and approved by the Committee.

           3.         Bonus pool accruals not paid out shall not be carried
                      forward to any succeeding year.

      G.   INDIVIDUAL BONUS AWARDS:

           1.         Indicated bonus awards will be equal to the product of the
                      target bonus percentage times the weighted average
                      percentage of bonus pool accrued as determined in
                      paragraph F above times the individual's actual base
                      salary earnings during the Plan Year, subject to
                      adjustments as follows:

                      a)         discretionary upwards or downward adjustment of
                                 formula bonus awards by the Committee after
                                 considering the recommendation of the

                                       5
<PAGE>   6
                                 Company President or Chief Executive Officer
                                 with the approval of the Chief Executive
                                 Officer of Viad Corp for those executives not
                                 affected by Section 162(m) of the Internal
                                 Revenue Code, and

                      b)         discretionary downward adjustment of awards by
                                 the Committee for those Executive Officers
                                 affected by Section 162(m) of the Internal
                                 Revenue Code, and

                      c)         no individual award may exceed the individual's
                                 capped target award or the funding limit with
                                 respect to Executive Officers, and the
                                 aggregate recommended bonuses may not exceed
                                 the bonus pool accrued for other than Special
                                 Achievement Awards.

           2.         Bonuses awarded to the participating management staff of
                      subsidiary groups may be paid from funds accrued based
                      upon the target bonus for such participant(s) times the
                      weighted average performance of the Companies in the
                      subsidiary group, subject to adjustments as above.

IV.        VIAD CORP CORPORATE STAFF:

           A.   FUNDING LIMIT:

           A "funding limit" shall be established annually for each Corporate
           participant who has been designated an Executive Officer as defined
           under Section 16(b) of the Securities Exchange Act. The funding limit
           will be an amount determined by multiplying the actual net income
           from continuing operations of Viad (as used in the income per share
           calculation described herein) for the Plan Year by the percent of
           such income approved by the Committee for such funding limit. The
           executive cannot be paid a larger bonus than the funding limit
           provided by this clause, but may be paid less in the discretion of
           the Committee based on the Performance Goals set forth below and such
           other factors which the Committee may consider.

           B.   PERFORMANCE GOALS:

           1.         INCOME PER SHARE:

                      An appropriate "income per share" from continuing
                      operations target for Viad Corp will be recommended by the
                      Chief Executive Officer of Viad Corp to the Committee for
                      approval after considering historical income per share
                      from continuing operations, Plan Year financial plan
                      income, overall corporate objectives, and, if appropriate,
                      other circumstances.

                      Income per share from continuing operations is determined
                      before unusual or extraordinary items, effects of changes
                      in accounting principles or a change in federal income tax
                      rates after the target has been set.

                                       6
<PAGE>   7
                      Reclassification of a major business unit to discontinued
                      operations status after targets have been set would also
                      require adjustment because of the effect on continuing
                      operations results. While gains on disposition of a
                      business would normally not be included in determining
                      actual Plan Year net income or income per share, in the
                      event of the sale of a subsidiary or major business unit,
                      a portion of gain would be included equal to the
                      difference between the sold unit's planned net income for
                      the year and actual results to date of sale plus
                      calculated interest savings on proceeds for the balance of
                      the year, so that actual results are not penalized for
                      selling a business.

                      Incentives to be paid under this Plan must be deducted
                      from Viad's earnings by the end of the year. Goals must be
                      achieved after deducting from actual results all incentive
                      compensation applicable to the year, including those
                      incentives earned under this Plan.

           2.         VALUE ADDED MEASUREMENT:

                      An appropriate "Value Added" target for the plan year for
                      Corporate will be recommended by the Chief Executive
                      Officer of Viad for approval by the Human Resources
                      Committee. This measurement is intended to place increased
                      emphasis on securing an adequate return to Viad on all
                      capital employed in the business. Viad Value Added (VVA)
                      compares operating income to the return required on
                      capital invested in the business.

                      In calculating the bonus pool for Corporate, VVA shall
                      mean Net Operating Profit After Taxes (NOPAT is defined as
                      sales minus operating expenses minus taxes) minus a
                      Capital Charge calculated by multiplying a Cost of Capital
                      times the actual Capital (Capital is defined as total
                      assets less current and other liabilities exclusive of
                      debt). Certain adjustments are necessary to determine
                      NOPAT and Capital.

           3.         OTHER PERFORMANCE MEASUREMENTS:

                      An appropriate number of performance measurements other
                      than income per share will be established for Corporate,
                      with the Chief Executive Officer of Viad to recommend to
                      the Committee the level of achievement against each of the
                      measures.

           4.         REVENUE:

                      The bonus pool earned will be subject to a further
                      calculation whereby the total bonus pool otherwise
                      accruable will be adjusted by 95% (threshold) up to 105%
                      (maximum) depending on the achievement against the revenue
                      target.

                                       7
<PAGE>   8
           5.         ESTABLISHING TARGETS:

                      The actual targets for revenue, income per share, VVA and
                      for the performance measurements to be used will be
                      established by the Committee no later than 90 days after
                      the beginning of the Plan Year after receiving the
                      recommendations of the Chief Executive Officer of Viad
                      Corp.

     C.    PARTICIPANT ELIGIBILITY:

           The Committee will select the Executive Officers as defined under
           Section 16(b) of the Securities Exchange Act eligible for
           participation no later than 90 days after the beginning of the Plan
           Year. Other personnel will be eligible for participation as
           recommended by the appropriate staff Vice President and as approved
           by the Chief Executive Officer of Viad Corp, limited only to those
           executives who occupy a position in which they can significantly
           affect operating results as defined by the following criteria:

                      a)         Salary grade 25 and above; and

                      b)         Not more than Organizational Level Four below
                                 the Chief Executive Officer.

           NOTE: Individuals not qualifying under the criteria established for
           the Plan Year who were included in the previous year will be
           grandfathered (continue as qualified participants until retirement,
           reassignment, or termination of employment) if designated by the
           appropriate Vice President and approved by the Chief Executive
           Officer of Viad Corp.

     D.    TARGET BONUSES:

           Target bonuses will be approved by the Committee for each Executive
           Officer in writing within the following parameters no later than 90
           days after the beginning of the Plan Year and will be expressed as a
           percentage of salary. Target bonuses for other eligible personnel
           will be established in writing within the following parameters
           subject to approval by the Chief Executive Officer of Viad Corp.

           Actual bonus awards will be dependent on Company performance versus
           the targets established. A threshold performance will be required
           before any bonus award is earned under the income per share goal.
           Awards also will be capped when stretch performance levels are
           achieved.

                                       8
<PAGE>   9
<TABLE>
<CAPTION>
                                                                 As a Percentage of Salary
                    Corporate Positions               Threshold**          Target              Cap
--------------------------------------------------------------------------------------------------------
<S>                                                   <C>                  <C>                <C>
Chairman, President & Chief Executive                    37.5%               75%              137.8%
Officer

Senior Advisory Group                                    25.0%               50%               89.25%
                                                         22.5%               45%               80.325%

Corporate Staff Officers                                 20.0%               40%               71.4%

Staff Directors*                                         17.5%               35%               62.475%
                                                         15.0%               30%               53.55%
                                                         12.5%               25%               44.625%
                                                         10.0%               20%               35.7%

Staff Professionals*                                     7.5%                15%               26.775%
                                                         5.0%                10%               17.85%
--------------------------------------------------------------------------------------------------------
</TABLE>

*          Target Bonus, as determined by the Committee, is dependent upon
           organization reporting relationships.

**         Reflects minimum of achievement of all performance targets. Threshold
           could be lower if minimum achievement of only one performance target
           is met.

     E.    BONUS POOL TARGET:

           1.         The "Bonus Pool Target" will be established no later than
                      90 days after the beginning of the Plan Year and will be
                      adjusted to equal the sum of the target bonuses of all
                      qualified participants based upon actual Plan Year base
                      salaries, as outlined in paragraph C above, plus 15% for
                      Special Achievement Awards.

           2.         The bonus pool will accrue in accordance with the Bonus
                      Pool Accrual Formula recommended by the Chief Executive
                      Officer of Viad Corp and approved by the Committee.

           3.         Bonus pool accruals not paid out shall not be carried
                      forward to any succeeding year.

     F.    INDIVIDUAL BONUS AWARDS:

           Indicated bonus awards will be equal to the product of the target
           bonus percentage times the weighted average percentage of bonus pool
           accrued as determined in paragraph D above times the individual's
           actual Plan Year base salary earnings, subject to adjustments as
           follows:

           a)         discretionary upward or downward adjustment of formula
                      awards by the Committee after considering the
                      recommendations of the Chief Executive Officer of Viad
                      Corp for those executives not affected by Section 162(m)
                      of the Internal Revenue Code,

                                       9
<PAGE>   10
           b)         discretionary downward adjustment of awards by the
                      Committee for those Executive Officers affected by Section
                      162(m) of the Internal Revenue Code, and

           c)         no individual award may exceed the individual's capped
                      target award or the funding limit with respect to
                      Executive Officers and the aggregate recommended bonuses
                      may not exceed the bonus pool for other than Special
                      Achievement Awards.

V.         SPECIAL ACHIEVEMENT AWARDS:

           Special bonuses of up to 15% of base salary for exceptional
           performance to employees (primarily exempt employees) who are not
           participants in this Plan, including newly hired employees, may be
           recommended at the discretion of the Chief Executive Officer to the
           Committee from the separate funds for discretionary awards provided
           for under paragraphs III F and IV E.

VI.        APPROVAL AND DISTRIBUTION:

           The individual incentive bonus amounts and the terms of payment
           thereof will be fixed following the close of the Plan Year by the
           Committee. Any award made under this Plan is subject to the approval
           of this Plan by the stockholders of Viad Corp.

VII.       COMPENSATION ADVISORY COMMITTEE:

           The Compensation Advisory Committee is appointed by the Chief
           Executive Officer of Viad Corp to assist the Committee in the
           implementation and administration of this Plan. The Compensation
           Advisory Committee shall propose administrative guidelines to the
           Committee to govern interpretations of this Plan and to resolve
           ambiguities, if any, but the Compensation Advisory Committee will not
           have the power to terminate, alter, amend, or modify this Plan or any
           actions hereunder in any way at any time.

VIII.      SPECIAL COMPENSATION STATUS:

           All bonuses paid under this Plan shall be deemed to be special
           compensation and, therefore, unless otherwise provided for in another
           plan or agreement, will not be included in determining the earnings
           of the recipients for the purposes of any pension, group insurance or
           other plan or agreement of a Company or of Viad Corp. Participants in
           this Plan shall not be eligible for any contractual or other
           short-term (sales, productivity, etc.) incentive plan except in those
           cases where participation is weighted between this Plan and any such
           other short-term incentive plan.

                                       10
<PAGE>   11
IX.        DEFERRALS:

           Participants subject to taxation of income by the United States may
           submit to the Committee, prior to November 15 of the year in which
           the bonus is being earned a written request that all or a portion,
           but not less than a specified minimum, of their bonus awards to be
           determined, if any, be irrevocably deferred substantially in
           accordance with the terms and conditions of a deferred compensation
           plan approved by the Board of Directors of Viad Corp or, if
           applicable, one of its subsidiaries. Participants subject to taxation
           of income by other jurisdictions may submit to the Committee a
           written request that all or a portion of their bonus awards be
           deferred in accordance with the terms and conditions of a plan which
           is adopted by the Board of Directors of a participant's Company. Upon
           the receipt of any such request, the Committee thereunder shall
           determine whether such request should be honored in whole or part and
           shall forthwith advise each participant of its determination on such
           request.

X.         PLAN TERMINATION:

           This Plan shall continue in effect until such time as it may be
           canceled or otherwise terminated by action of the Board of Directors
           of Viad Corp and will not become effective with respect to any
           Company unless and until its Board of Directors adopts a specific
           plan for such Company. While it is contemplated that incentive awards
           from the Plan will be made, the Board of Directors of Viad Corp, or
           any other Company hereunder, may terminate, amend, alter, or modify
           this Plan at any time and from time to time. Participation in the
           Plan shall create no right to participate in any future year's Plan.

XI.        EMPLOYEE RIGHTS:

           No participant in this Plan shall be deemed to have a right to any
           part or share of this Plan, except as provided in Paragraph XII. This
           Plan does not create for any employee or participant any right to be
           retained in service by any Company, nor affect the right of any such
           Company to discharge any employee or participant from employment.
           Except as provided for in administrative guidelines, a participant
           who is not an employee of Viad Corp or one of its subsidiaries on the
           date bonuses are paid will not receive a bonus payment.

XII.       EFFECT OF CHANGE OF CONTROL:

           Notwithstanding anything to the contrary in this Plan, in the event
           of a Change of Control (as defined in the 1997 Viad Corp Omnibus
           Incentive Plan) each participant in the Plan shall be entitled to a
           prorata bonus award calculated on the basis of achievement of
           performance goals through the date of the Change of Control.

                                       11
<PAGE>   12
XIII.      EFFECTIVE DATE:

           The Plan shall be effective January 1, 1997, provided however, that
any award made under this Plan is subject to the approval of the 1997 Viad Corp
Omnibus Incentive Plan by the stockholders of Viad Corp.

                                       12